Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/25403
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dc.contributor.advisorPribadi, Teddi-
dc.contributor.advisorTarigan, Eka Dewi Setia-
dc.contributor.authorSijabat, Mian Satriaguna-
dc.date.accessioned2024-09-18T02:27:31Z-
dc.date.available2024-09-18T02:27:31Z-
dc.date.issued2024-08-14-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/25403-
dc.description79 Halamanen_US
dc.description.abstractTujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh relationship marketing dan customer experience terhadap loyalitas konsumen. Metode penelitian yang dilakukan adalah penelitian eksploratif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh konsumen di Mom Irma Dimsum Medan.. yang berjumlah 75 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 75 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 24, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel relationship marketing mempengaruhi loyalitas konsumen... ; (2) secara parsial variabel customer experience mempengaruhi loyalitas konsumen.. ; (3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel relationship marketing dan customer experience terhadap loyalitas konsumen. The purpose of this study was to examine and analyze the effect of relationship marketing and customer experience on consumer loyalty. The research method used was exploratory, with variables measured on a Likert scale. Data collection methods included interviews, questionnaires, and document studies. The population in this study consisted of all consumers at Mom Irma Dimsum Medan, totaling 75 individuals. The sample was drawn using the saturated sampling method, also known as a census, due to the relatively small population size of 75 individuals. Data processing was conducted using SPSS version 24 software, with descriptive analysis and hypothesis testing through multiple regression analysis. The results of the study showed that: (1) partially, the relationship marketing variable affected consumer loyalty; (2) partially, the customer experience variable affected consumer loyalty; (3) simultaneously, there was a positive and significant effect between the relationship marketing and customer experience variables on consumer loyalty.en_US
dc.language.isoiden_US
dc.publisherUNIVERSITAS MEDAN AREAen_US
dc.relation.ispartofseriesNPM;208320183-
dc.subjectrelationship marketingen_US
dc.subjectcustomer experienceen_US
dc.subjectloyalitas konsumenen_US
dc.subjectrelationship marketingen_US
dc.subjectcustomer experienceen_US
dc.subjectconsumer loyaltyen_US
dc.titlePengaruh Relationship Marketing dan Customer Experience terhadap Loyalitas Konsumen (Studi Kasus pada Toko Mom Irma Dimsum Medan)en_US
dc.title.alternativeThe Influence of Relationship Marketing and Customer Experience on Consumer Loyalty (Case Study at the Mom Irma Dimsum Shop in Medan)en_US
dc.typeSkripsi Sarjanaen_US
Appears in Collections:SP - Management

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